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KBH Media study shows on-train ads trigger immediate purchase

From cars and holidays to sports equipment and luxury goods, new research released today has unveiled the growing appetite among today’s rail commuters to make on-train purchases from their mobiles during their commute.
The study, commissioned by KBH On-Train Media, found that a quarter (26%) of commuters now use their train time to make purchases via connected devices, with holidays (15%), and even cars and car-related goods (9%), among the most unusual and expensive investments made during an average day’s travel.
Overall, the most popular retail categories for ‘commuter commerce’ are clothing/footwear, bought by 39% of those rail travellers who made a purchase, followed by groceries (33%), and tickets for leisure events (26%).
The research also highlighted the important role that on-train advertising plays as a trigger for driving immediate consideration and purchase among affluent, connected commuters. Of the 94% of respondents who noticed the advertising on-train, 39% said they subsequently talked to someone about products or services they saw advertised, 56% went on to do further research, and 33% made a purchase as a direct result of the advertising they had seen.
Of those who said they had ever made a purchase, 21% said they had done so immediately on board the train and 31% said they had done so on the way to work after leaving the train. 26% said they had done so at home later the same day while 31% said they had made purchases within a few days.
Ian Reynolds, Managing Director, KBH On-Train Media: “This research paints an illuminating picture of the millions of commuters going about their daily lives on trains across the UK. Smartphones are now clearly embedded as an integral part of the journey, and having the High Street in the palm of our hands means we are increasingly comfortable seeing our daily commute as a time to shop.
“The continued growth of commuter commerce, when combined with the branding strengths and contextual prompts provided by on-train advertising, mean the train journey is becoming an increasingly valuable space – not just for increasingly time-poor consumers but for brands and advertisers too.”
Via: Outsmart

KBH On-Train Media expands advertising network

KBH On-Train Media, the UK’s leading agency for connecting advertisers with on-train commuter audiences, has announced it has won the contract to provide on-train media services for Chiltern Railways.
The win further extends the KBH On-Train Media network, which covers London and the South-East of England and provides advertisers with targeted opportunities to reach and engage affluent commuting audiences.
Providing 26.4 million passenger journeys every year, Chiltern Railways serves popular commuter locations including Aylesbury, High Wycombe, Oxford, Stratford-upon-Avon and Birmingham with services into London Marylebone.
The initial five-year contract with KBH On-Train Media comprises an additional 2,200 Traincard spaces on 207 carriages across the 96 trains operated by Chiltern Railways. Among the advertising partners scheduled to run campaigns on the new KBH On-Train Media network is Bicester Village shopping destination.
Via: OutSmart

KBH On-Train Media appoints Head of Sales

KBH On-Train Media, the UK’s leading agency for connecting advertisers with on-train commuter audiences, has today announced the appointment of Adam Moy to the newly-created role of Head of Sales.
Moy has over 18 years’ experience in the Out-of-Home industry, and joins from Exterion Media, where he served most recently as Head of Trading, managing the relationship between the National Sales Team, clients, agencies and OOH specialists.
In his role as Head of Sales at KBH On-Train Media, Moy will be responsible for leading the sales team, developing closer agency relationships and delivering new strategies for growth while further increasing the visibility of KBH On-Train Media in the Out-of-Home market.
Ian Reynolds, Managing Director of KBH On-Train Media, said: “Adam’s experience of developing growth initiatives and identifying new routes to market, combined with his industry knowledge, speaks for itself and we’re delighted to welcome him to our team. He will play an integral role as we continue to develop our offering for clients and agencies, and push the business to its next level in 2018 and beyond.”
Adam Moy, Head of Sales at KBH On-Train Media, said: “At a time when OOH is growing in importance and the use of public transport is on the rise, KBH is driving opportunities for brands to make valuable connections with valuable commuting audiences – not just through traditional media but also through new possibilities that are opening up on digital and mobile. The opportunity of working within this space really stood out to me, particularly given KBH’s deep understanding of today’s commuters. I’m excited to be joining the team and can’t wait to get started.”
Adam commences his role on 28th November 2017.
Via: OutSmart

KBH Digital expands on-board advertising network

KBH Digital, the specialist digital division of KBH On-Train Media, has secured the contract to provide advertising and sponsorship opportunities across Greater Anglia’s newly-launched Wi-Fi network and on-board entertainment service.
The win paves the way for KBH Digital to connect brands with the Greater Anglia audience, which comprises 82 million passenger journeys each year. It marks an expansion of the company’s portfolio of on-train and transport digital advertising partners, which already includes South West Trains, Stansted Express and c2c, plus National Express Coaches.
The Greater Anglia media portal is provided by on-board infotainment systems developer GoMedia and will feature TV boxsets from hayu and NOW TV, as well as digital magazines and movie trailers, and the latest news and sport from Reuters. Passengers will be able to stream the content to their smart devices through an app, available on the App Store and Google Play, or via a web browser.
KBH Digital founder and Managing Director Harjit Badesha said: “We are delighted to extend our digital advertising offering to the Greater Anglia network. This is a fantastic way for brands to engage with the highly-desirable commuting audience before, during and after their journeys via our digital solutions.”
Andy Camp, Commercial Director at Greater Anglia, says: “We recognise that connectivity plays a key role in modern-day rail travel and we are delighted to have worked with KBH Digital and GoMedia to bring our passengers an on-board infotainment system with up-to-the-minute news, entertainment and travel information. This is one of the ways we’re hoping to improve customers’ journeys.”
Via: OutSmart

OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog